Читай и обсуждай. Бизнес-курс английского языка. Учебное пособие

13.Оченьважновыделитьтакиедостижения:патенты,публикации, аккредитации, сертификаты, отметить образовательный уровень сотрудников.

14. Составьте заключение, состоящее из одного или двух предложений, аргументирующих, почему клиенты должны работать с вашей компанией.

15. Не забудьте указать контактную информацию (почтовый адрес, номер телефона, номер факса и адрес электронной почты).

Skills Focus

Task 1. Make notes about your company.

1.Results: turnover, profits, market share, public image.

2.Working conditions: raises, bonus system, overtime, working hours, perks, pensions.

3.Job security: hiring and firing, redundancies, early retirement.

4.Changes in the business environment: technology, competition.

5.New opportunities: new products, product modifications, new markets.

Task2.Answerthequestionsandcreatetheprofileofyoucompany.

Company profile

1.What does your company do?

2.What is it called?

3.What kind of public image do you have?

4.How many people do you employ?

5.Where are your headquarters?

6.Do you have offices in other cities/countries? Where?

7.What is your turnover, market share and net profit?

8.Who is your main competitor?

9.What are the most promising products and markets?

10.What problems are you having and how are you dealing with them?

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Task 3. Study the following glossary.

to be located to be focused on

to improve people’s lives to be a leader in

to be at the core of our company introduction of

innovation

a people-centric approach our commitment is to

to deliver

relevant consumer products

tomakearealdifferencetocustomers,consumersandstakeholders across the globe

deep understanding of people’s needs and desires meaningful innovations

to empower consumers to take greater control of to mark a new era in

to expand its leadership in

Task 4. Using active vocabulary speak on the following situation.

You are working for a leading international company.Ajournalist is going to write an article about your company. You should discuss the following issues:

•Main business activities

•Main markets

•Competitors

•Corporate culture

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Reading 2

Task 1. Read and translate the article.

There are numerous reasons as to why businesses need a well-written company profile1

It presents an opportunity for the prospective buyer to know about thecompanyandenabledirectinteractionwiththesalesandmarketing teams of the business. By using the right template, one can write an effective profile that will persuade the customers to know more, which ultimately leads to business growth.

Ifthecompanyprofileisbeingcreatedforthebusinesswebsite,then it must be carefully structured so that users will find all the important information like company address, contact details, management team etc. on sections like the ‘about us’page.

Thecompanyprofileactslikeaninformativedossierthathighlights what the business stands for and what serves as a roadmap for growth. It needs to be created from a reader’s perspective and must be tailormade for the target audience.

Tips to Write an Effective Company Profile

Since the company profile acts like an ambassador of the policies and working style of a business, a few tips as mentioned below will help in creating a company profile of top-notch quality:

Itisadvisedtostartthecompanyprofilewithafocusedintroduction that reflects the management style

Don’t make use of idioms and phrases. It is always better to state the mission statement clearly

Define the policy of the company by keeping the terms catchy and ideal for target customers

Make use of proper format, font and style, as referred in different authenticated sources.

Keep the business profile up-to-date. Review and revise the company profile as and when required.

1 http://blog.udemy.com/company-profile-examples/

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Business owners and managers often think that a sophisticated profile can bring more number of clients than the one written in simple language. This is a misconception, as a company profile that is loaded with heavy language is often difficult to understand and create disconnect with the audience. The uniqueness of a well written company profile not only leaves a good impression on the minds of the readers but can also provide you with the essential wings to fly high in the business world.

Company Profile Examples

Example 1: Johnson Corporation

Business Information

Business Name: Johnson Corporation

BusinessAddress: 153 James Street, Miami, USA E-mail: Info@Johncorp.com

Tel: 555-777-9999

General Business Activities: Johnson Corporation has been established as a real estate company in North and South America. Our traditional business model is based on the accomplishment of properties in the real estate markets in America. Based on the decision of the company to diversify our properties; we have now established this corporation in Toronto. The revenues of our company are expected to be nearlyUS$50,000permonthdependingonthevariablesthatarefactored in with investments in the real estate industry. There is a great need for certifiedorofficialbankchecksinthefuturetodealwithsomerealestate transactions. In addition to real estate investments, the company has invested portions of its assets in the purchase and sale of securities such as stocks and bonds as well as Forex trading on global markets.

Company Strategy

Purpose: To be a leader in the real estate industry by providing enhanced services, relationship and profitability.

Vision: To provide quality services that exceeds the expectations of our esteemed customers.

Mission statement: To build long term relationships with our customers and clients and provide exceptional customer services by pursuing business through innovation and advanced technology.

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Core values: • We believe in treating our customers with respect and faith. • We grow through creativity, invention and innovation. • We integrate honesty, integrity and business ethics into all aspects of our business functioning.

Goals: • Regional expansion in the field of property management and develop a strong base of key customers. • Increase the assets and investments of the company to support the development of services.

• To build good reputation in the field of real estate and property management and become a key player in the industry.

Scope of Work

Johnson Corporation conducts real estate marketing as well as real estate consulting. The company undertakes all maintenance duties for real estate facilities and organizations and conducts all the security and surveillance for the properties.

Financial Considerations. The company expects to reach the desired profits in the first year and does not anticipate serious cash flow problems. We believe that the average profitability per month for the first 3 years will be sufficient. However, we have current borrowing from the Bank ofAmerica to be paid off in 3 years. Most of the company’s liabilities come from management investment.

Expected Activities of General Bank Account Initial Deposit of US$1000 by Bank of Toronto Official check was made. Then wire funds of nearly US$300,000 from securities account were made. To prove the origin of funds, account documentation will be provided.

Required Banking Services include savings account, checking account, online banking, and secured credit card and debit card.

Note how each and every bit of information provided here, helps create a story around the company and engages the customer. You can learn more about how to similarly create, and manage, a strong brand with this course.

Example 2:ABC KH, Inc.

Company Information and Contact Details

Business Name:ABC KH, Inc.

BusinessAddress: 1240 North Expressway,Arizona

Phone: 111-222-8900

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Fax: 111-333-444

Annual Sales: $75 million

Total number of Employees: 50

Number of Employees at Head Office: 11

Primary Line of Business: Wood Products

Management Directory

John Smith, President and Chief Executive Officer

Jane Smith, Vice President of Product Development

Sarah Jane, Vice President of Sales

Noel Richards, Human Resources Executive

Karla Louis, Plant Manager

Company Overview

ABC KH is considered as one of the leading supplier of fibreboard products in NorthAmerica with 10 offices across the globe, including the head office in Arlington, VA. The company also has operations in the Middle East countries, carrying out work in the construction of new kilns.

Company News

“ABC KH Exports Increasing in China”, International Digest, November 5, 2009.

According to the market analysts, exports fromABC KH facilities in China will exceed the forecast and is expected to see a huge demand in numerous cities ofAmerica over the next 5 years.

ABC KH chief executive officer, John Smith has announced construction of new manufacturing units in different states of the U.S. states, that are expected to add several new jobs to the region.

Industry Information

Present Conditions

South Carolina is the leading manufacturer of reconstituted wood and related products. The primary target for U.S exports is the Asian furniture market….

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UNIT 4. LEADERSHIPvs. MANAGEMENT

Lead-in

Task 1.Answer the following questions.

1.What is important to you? What are your values, beliefs, ethics?

2.How do you demonstrate those values, beliefs and ethics every

day?

3.What additional assistance do my employees need to succeed and how can I ensure that they get everything they need and more to create personal and organizational success?

4.What is the difference between Management and Leadership?

Task 2. Paraphrase the following statements. Do you agree with them? Why? Why not?

1.Managers are people who do things right and leaders are people who do the right thing.

2.The manager has a short-range view; the leader has a long-range perspective.

Reading 1

Task 1. Skim the article. Six sentences have been removed from the article. Choose the most suitable sentences from the list (A–F) to fill each gap (1–6).

A.Being tactical is not altogether a negative approach as this is a skill set that is greatly needed in business especially in the fast paced environments most of us work and live in.

B.One phrase that may come to mind is “he or she is a born leader”.

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C.This role in a typical company or organization will reflect a person who’s primary focus is on managing a team of people and their activities.

D.This illustrates how the two skill sets need to work together.

E.Does this mean they are ready for the challenge of people management?

F.This is one reason that building characteristics of a leader can be so challenging for new managers.

Task 2. Translate the article into Russian.

Leadership vs. Management: What are the Characteristics of a Leader and a Manager1

Leadership and management are terms that are often used interchangeablyinthebusinessworldtodepictsomeonewhomanages a team of people. In reality leadership vs. management have very different meanings. To be a great manager you must understand what it takes to also be a great leader.

Characteristics of a Manager. Let’s begin by breaking down some key characteristics of a manager. 1… The role can differ by scope, types of roles, and can sometimes even be focused on efforts outside of true people management, for example project and process managers.

One of the key characteristics of a manager is very basic in the sense that they are someone who was given their authority by the nature of their role. They ensure work gets done, focus on day to day tasks, and manage the activities of others. Managers focus on tactical activities and often times have a more directive and controlling approach. 2… Being able to organize people to accomplish tasks can be a great asset.

Inmanyorganizations,managersareoftentimestheprevioushigh performers at the employee level. 3… In many cases, the answer is no. To demonstrate solid characteristics of a manager, these previous

1 http://coach4growth.com/leadership-skills/leadership-vs-management-what- are-the-characteristics-of-a-leader-and-a-manager

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highperformersmustbetrained.Whilealltypesofpeoplecanmanage, we will now examine what makes a manager a solid leader.

Leader.Nowifwelookatthecharacteristicsofaleader.Whenyou hear the term, leader, a number of images may pop into your head. 4… This phrase does depict a great deal about the difference in managers and leaders as there are a great many distinctions. To demonstate characteristics of a leader you must be more strategically focused and rather than directing employees through tasks, they inspire and motivate employees to drive themselves. Leaders are adapt in the art of Emotional Intelligence and apply it in a way that attains the best work out of their people.

Whileamanagerreceivestheirauthoritybasedontheirrole,aleader’s authority is innate in their approach. Goodleadership skills are difficult to learn because they are far more behavioral in nature than those skills needed for management. Think of how different it is to teach someone to manage a particular task with a handbook on how to perform it versus trying to teach someone to effectively negotiate a sale. One, is step by step while the other employs a number of soft skills that, if unfamiliar, can be very difficult to master. 5… This is one reason that building characteristics of a leader can be so challenging for new managers.

Leaders are also very focused on change. Recognizing that continual improvement can be achieved in their people and their activities can be a great step towards continued success. Being able to lead their teams through change, rather than manage them through it has infinite rewards.

A commonly coined phrase tells us that leadership is doing the right thing and management is doing things right. 6… In order to be fully rounded, you must have the ability to manage the day to day tasks and deliver results, while seeing the opportunity for change and the big picture. Demonstrating good leadership skills without the management skills to support it, will leave you with an inability to operationalize your visions. Likewise, being a good manager without good leadership skills will cause continual challenges in motivating your team and producing the results you are trying to manage to. Being able to blend these two styles is truly a unique skill set. Keep in mind there are an abundance of managers in the world but very few truly embody the characteristics of a leader.

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